Research shows no first-mover advantage for Pharma

Data have revealed that order of entry to market in the healthcare sector does not offer a first-mover advantage, as it does in other industries

Data from global healthcare market research specialist Synovate Healthcare have revealed that order of entry to market in the healthcare sector does not offer a first-mover advantage, as it does in other industries.

On the contrary, on average market pioneers in healthcare fail to enjoy the same economic advantages as brands launched in third and fourth positions. In terms of usage, these brands outperform the market pioneer by 15 per cent during the initial 24 months post-launch.

This non-conventional finding comes from the new Synovate Healthcare Launch Uptake Normative Database, which comprises 279 brands that entered the UK market between 1987 and 2006. It covers key metrics such as detailing reach and frequency, spontaneous brand awareness and brand prescribing (trial).

The sample includes brands launched by big pharmaceutical firms as well as mid-size and small companies. Analysis is available by order of entry, select therapeutic classes and select companies, with normative monthly benchmarks available for the first two years post-launch.